What is Imagination Theory?

A free-thinking interdisciplinary design lab

Dedicated to improving the human experience through art & design.

…Based in the ❤ of Brooklyn, New York, this idiosyncratic project is my digital playground where I showcase many of my thoughts & ideas; various creative mediums & industry work around design and art. The focus of my work is crafting simple yet beautiful and effective design solutions delivered across digital, print, motion and other associated material for LARGE and small clients. I create identity and experience through concept development, art direction, visual design, and user experience research & design.

Working alongside my clients I help to identify and clarify core values; employed by an inquisitive approach to discover and define who they are. Driven by curiosity, we explore a broad spectrum of ideas, and through considered experimentation arrive at focused and appropriate solutions.

My goal is to create work that is honest, exploratory, and inspirational. Everything I design is created to be conceptually interesting and visually stunning. Meant to transcend time and social pop trends.

Each creation is well-planned, starting with the brainstorming sessions, continuing through production and right up to the completion. It is all about planning, managing, trying to focus on the parts that have perhaps been overlooked, challenging assumptions, seeking alternatives and choosing the right solutions. Supreme artistry is guaranteed with every product I produce.

Design is often defined as an artfully strategic approach to problem solving or to the formulation of a plan intended to prompt some effect; while I agree, I believe it is much more. Design/art is a God-like quality within us all. It has shaped our physical reality since the beginning of time. Design is a worldview, a way of seeing the possibility and opportunity around every corner. Design is both a visible and invisible language, part of a greater system, inspiring and delivering information. Design transcends culture and communicates the potential of the expressive God within us all.

Designs guided by one overarching philosophy:
to create beautifully simple work.

WHAT I DO

I build things. Simple things. Beautiful things. Crazy things. Intuitive things. Things that don’t exist yet. Things that make even the most cynical, seen-it-before people say “hey that’s pretty cool”. I make things 100% tailored for the project at hand. I dig deep to build things that are actually useful instead of things that just lay there and look pretty. I build these things because I love to design.

People are more likely to buy from you if the quality of what you sell is matched, or surpassed, by the quality of your brand identity. For more than a decade I’ve been creating distinctive identities for companies and brands of all sizes. If you want to take your business to the next level with a timeless design that gives you a competitive edge look no further.

HOW I WORK

1. DISCOVERY & RESEARCH

During the beginning stages of a project I like to have a team meeting to discuss the scope of the project and learn the clients end goal(s). Here we speak on what the “problems” may be and how we’re going to solve them. This also gives everyone involved in the project a chance to meet, learn a little about eachother, and begin brainstorming ideas.

It’s important to do as much reconnaissance work as possible before any brick is laid. This includes the who, what, when, where, why, and how of your direct competition and businesses adjacent. You need to know what your competition is doing at all times in order to stay ahead of the game. This also helps to inspire new creative ways to tackle your goals.

  • Team Meetings
  • Research & Discovery
  • Brainstorming
  • Problem Solving

2. CREATIVE BRIEF

This is the blue print that needs to be created with the client or team to define exactly what needs to be done on the project. The design brief is the road map for everyone involved or could be involved later. It outlines business objectives and design strategies, as well as who the target audience is and who are the stake holders. The design brief could also address the competition, current industry trends, time-line, budget and measurement of success.

  • Business Objectives
  • Design Strategies
  • Current Industry Trends
  • Timeline
  • Target Audience
  • Stakeholders
  • Competition
  • Budget

4. DESIGN & REFINE

This is where the magic begins to take form and I/WE transition from planning to creation. Where conceptual ideas start to materialize into tangible designs. It’s a dynamic stage that involves iterative development and constant refinement to ensure the final product meets both aesthetic and functional requirements. Here, designers begin to create various elements that will shape the user experience and interface of the website.

The refinement process begins after we’ve completed the initial design phase. This is where we address and fix all the bugs and kinks in the armor. The process may or may not include user testing, depending on the company’s preferences and resources. However, I highly recommend incorporating user testing because the feedback you receive is invaluable. It provides real insights into how users interact with the design, allowing us to make informed adjustments that enhance usability and overall user experience.

  • User Flows
  • Wireframes
  • Mock-Ups
  • Prototypes
  • Identifying & Fixing Bugs
  • Iterative Testing & Feedback
  • User Testing
  • Refinement

5. BUILD & ANALYZE

This phase is where the vision becomes reality. The final product is meticulously crafted and then launched live to the public. Once the product is live, the work doesn’t stop; it transitions immediately into the analysis phase, which is crucial for understanding how the design performs in a real-world environment.

  • Final Development
  • Product Launch
  • More Research
  • Analysis
  • User Feedback
  • Iterations/li>

My ultimate goal is to make the web a better place. I believe in the power of design; leveraging the latest technology, and trusting intuition to bridge the gap between humans and computers. It’s about creating a seamless, symbiotic experience where design enhances both functionality and connection.

What Can I Build For You?

Made with love
in the ❤ of Brooklyn

info@ImaginationTheory.com   |  +1. 347. 210. 4041  |  Monday to Friday — 9am to 6pm EST

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